DESIGNING CITY BRANDING FOR KARAWANG REGENCY By Nadia Aqmarina Yuniatami 009201400047 A thesis project report presented to the Faculty of Humanities President University in partial fulfillment of the requirements for Bachelor Degree in Communications Major In Visual Communication Design February 2018 i ii DECLARATION OF ORIGINALITY I declare that this thesis, entitled “CITY BRANDING FOR KARAWANG REGENCY” is, to the best of my knowledge and belief, an original piece of work that has not been submitted, either in whole or in part, to another university to obtain a degree. Cikarang, Indonesia February 1st 2018 Nadia Aqmarina Yumiatami iii ABSTRACT Tourism aspect in Indonesia is growing and developing gradually, and many cities are competing to promote themselves for international tourism destination, and Karawang as developing regency can also represent itself to the public and strengthen its position with city branding. Since city branding is known to be the most common strategy to promote a place or city as a brand, the writer determines to design for city branding for Karawang regency in hope it will help Karawang to have significant growth in culture and tourism field. This thesis discusses the city branding design for Karawang regency by analyzing Karawang and city branding components and uses qualitative method in the process of data collection and analysis before proceeding to visualize the concepts and ideas for Karawang, and the design implementation. Keywords: City Branding, Design, Karawang, Tourism, Culture iv ACKNOWLEDGMENT First of all, I'd love to a give a billion of thanks to ALLAH SWT., for I am grateful to Him, and without His kindness and generosity, I'd be nothing in existence, and I am thankful to be given the opportunity to learn and finish my studies. I am thankful for the existence of Mrs. Anna as a loving mother who always supports and be there for me no matter what, and my younger siblings, Naufaldi and Nayla. Without them and my family of Gang Bojong, I'd never be able to have the strength to finish what I have started now. Thank you to Mr. Temy as a father and his family. Thank you for the motivation and love, I'm always grateful. I want to give many thanks to Ms. Zita Nadia and Mr. Abhirama Perdana, for always giving their support, guidance, advice and help as thesis supervisors and mentors. Thank you for all of the VCD lecturers who helped me and taught me a lot of things in my years as a President University student, I am thankful for Miss Siska as Head of Study Program of VCD, and Sir Dino, Sir Hermanto Laksana, Sir Dedy Dahlan, Sir Widhi Muttaqien, Sir Satya Yudha, Miss Njoo, Miss Chrisya, and Sir Wildan Hanif. Thank you to my friends and colleagues of VCD Batch 2014, especially for Intan, Nabilla, Safira, and Yuniarti, and special thanks to my housemates of B2, Audryn, Nadia, and Sandra, for giving me a lot of special memories to remember. Thank you for all the laughter, advice, and memories, I'll treasure all the time we experienced together forever. Thank you to my oldest friends, Annisa, Karima, and Risa, for tolerating myself and continuously giving me endless support and love. Thank you to Firstanta for always being a good friend and be there for me. Thank you to Muthi, Nisa, Vira, and my other friends and classmates from high school. v Thank you to EGGHEAD Branding Consultant for all the things they taught and gave me, I'll forever be thankful and missing the friendly and creative ambience of the office. Thank you to my cats for always being cute and cuddly, thank you to everyone who have helped me to work on my thesis and all of my university projects in general. Thank you to DAY6 for their existence and music that always give me strength and motivation, and all other people who inspire and motivate me in any way they can. Last but not least, thank you for President University to give me opportunity to obtain higher education as a university student. I sincerely hope everything I have learnt and this thesis will become useful to everyone in the future. May the success, bliss, and contentment will always fill our lives beautifully. vi TABLE OF CONTENTS PANEL OF EXAMINERS APPROVAL SHEET i THESIS ADVISOR RECOMMENDATION LETTER ii DECLARATION OF ORIGINALITY iii ABSTRACT iv ACKNOWLEDGMENT v TABLE OF CONTENTS vii CHAPTER I: INTRODUCTION 1 I.1. Background 1 I.2. Specific Problem Identified 2 I.3. Target User Profile 3 I.4. Project Objective. 3 CHAPTER II: LITERATURE REVIEW 4 II.1. Basic Design Theory 4 II.1.1. Target Market Theory 4 II.1.2. Positioning Theory 4 II.1.3. Communication Theory 5 II.1.4. Main Visual Theory 6 II.1.5. Brand and Branding Theory 6 II.1.6. City or Place Branding Theory 9 II.1.7. Design Elements and Principles Theory 10 II.1.8. Identity Theory 12 II.1.9. Logo Theory 13 II.1.10. Color Theory 14 II.1.11. Typography Theory 17 II.1.12. Layout Theory 19 II.1.13. Tagline Theory 21 II.2. Karawang Regency 22 II.2.1. History 22 II.2.2. Geography 23 II.2.3. Demographics 25 vii II.2.4. Potential 25 II.2.4.1. Tourist Attractions 25 II.2.4.2. Performance Arts 27 II.2.4.3. Agriculture 28 II.2.4.4. Industry 29 II.3. Previous Study 30 II.4. Competitor Research 31 II.4.1. Enjoy Jakarta 31 II.4.2. Friendly Bandung 32 II.4.3. Jogja Istimewa 35 II.4.4. Colorful Medan 37 II.4.5. Pontianak 38 II.5. Theoretical Framework 39 II.6. Research Statement 40 CHAPTER III: METHODOLOGY 41 III.1. Design Research Theory 41 III.2. Design Research Method 41 III.2.1. Interview 42 III.3. Chart Flow 43 III.4. Scope and Limitation 44 III.5. Data Collection 44 III.5.1. Pre-Survey Questionnaire 44 III.5.2. Interview 49 III.5.2.1. Informant Profiles 50 III.5.2.2. Questions 50 III.5.2.3. Interview Data 51 III.5.3. Picture Banks 55 III.6. Data Analysis 60 III.7. Research Outcome 62 CHAPTER IV: PROJECT DEVELOPMENT & RESULT 63 IV.1. Proposed Design Solution 63 IV.2. Significance of Project 66 IV.3. Design Execution 66 viii IV.3.1. Preparation 66 IV.3.1.1. Mind Map 66 IV.3.1.2. Moodboard 67 IV.3.1.3. Brainstorming 69 IV.3.2. Design Process 69 IV.3.2.1. Logo 69 IV.3.2.2. Graphic Element 72 IV.3.2.3. Graphic Standard Manual 74 IV.3.2.4. Poster 76 IV.3.2.5. Banner 77 IV.3.2.6. Brochure 78 IV.3.2.7. Social Media Template 79 IV.3.3. Design Outcome 80 IV.3.3.1. Logo 80 IV.3.3.3. Graphic Standard Manual 82 IV.3.3.4. Media Applications 84 IV.3.3.4.1. Promotions 84 IV.3.3.4.2. Collaterals 86 IV.4. Financial Statement 88 IV.5. User Testing 89 CHAPTER V: CONCLUSION AND RECOMMENDATION 95 V.1. Conclusion 95 V.2. Recommendation 96 V.3. Limitation and Future Plan 97 REFERENCES A APPENDICES E ix LIST OF FIGURES AND TABLES Figure 2.1. Five Steps to City Branding 6 Figure 2.2. Example of Sans Serif Typeface 18 Figure 2.3. Example of Sans Serif Typeface 19 Figure 2.4. Example of Serif Typeface 19 Figure 2.5. Example of Manuscript Grid 20 Figure 2.6. Example of Column Grid 20 Figure 2.7. Example of Modular Grid 21 Figure 2.8. Example of Hierarchical Grid 21 Figure 2.9. Karawang Regency Map 24 Figure 2.10. Jaipongan Performance 27 Figure 2.11. Topeng Banjet Performance 27 Figure 2.12. Odong-Odong Performance 28 Figure 2.13. Enjoy Jakarta Logo 31 Figure 2.14. Enjoy Jakarta Graphic Elements & Brochure 31 Figure 2.15. Enjoy Jakarta Poster Ads 32 Figure 2.16. Enjoy Jakarta Banner 32 Figure 2.17. Friendly Bandung Logo 33 Figure 2.18. Friendly Bandung Logo 33 Figure 2.19. Friendly Bandung Social Media Ad 33 Figure 2.20. Friendly Bandung Social Media Ad 34 Figure 2.21. Friendly Bandung Banner 34 Figure 2.22. Friendly Bandung Sticker 34 Figure 2.23. Jogja Istimewa Branding 35 Figure 2.24. Jogja Istimewa Social Media 35 Figure 2.25. Jogja Istimewa Sticker 36 Figure 2.26 Jogja Istimewa Poster Ads 36 Figure 2.27 Jogja Istimewa T-Shirt Design 36 Figure 2.28. Jogja Istimewa Car Ads 37 Figure 2.29. Colorful Medan Logo 37 Figure 2.30. Colorful Medan Pin 38 x Figure 2.31. Pontianak Logo 38 Figure 2.32. Pontianak Social Media Template 39 Figure 2.32. Pontianak Design 39 Figure 2.33. Concept Theoretical Framework 40 Figure 3.1. Karawang Government Logo 55 Figure 3.2. Karawang Regency 56 Figure 3.3. Karawang Regency 56 Figure 3.4. Karawang Regency 56 Figure 3.5. Karawang Regency 56 Figure 3.6. Karawang Regency 57 Figure 3.7. Karawang Regency 57 Figure 3.8. Karawang Regency Website 57 Figure 3.9. Karawang Regency Website 58 Figure 3.10. Karawang Performance Arts 58 Figure 3.11. Karawang Performance Arts 58 Figure 3.12. Karawang Performance Arts 59 Figure 3.13. Karawang Performance Arts 59 Figure 3.14. Karawang Performance Arts 59 Figure 3.15. Karawang Performance Arts 59 Figure 3.16. Karawang Performance Arts 60 Figure 3.17. Karawang Performance Arts 60 Figure 3.18.